Oneplus - Nord
For this OnePlus campaign, we asked ourselves: “What if we tapped into the glitchy vibes of the OnePlus case film with a music genre that allows for distortions, disruptions and glitch twists?”
A sudden, usually temporary malfunction or fault of equipment.
But hey, not all glitches are the same. Some of them can lead to pretty unexpected results (and who said they have to be negative ones)?
For this OnePlus campaign, we at MassiveMusic Tokyo asked ourselves: “What if we tapped into the glitchy vibes of the OnePlus case film with a music genre that allows for distortions, disruptions and glitch twists?”
The choral response was: “Rock music, baby” ????????
Easier said than done, though. The structure of the track was extremely important as it also needed to have the right dynamics in place according to the cue points of the film.
With the wide range of visuals inhabiting the film, it had to have a distinctive tone as well as a specific approach to sound design.
That isn’t all. It also had to be punchy and radiate a sense of rawness, youth and freedom – something that has characterised the work of bands such as Muse and Placebo.
Next thing you know we’re in our recording studio coming up with a punchy sound that has an electric guitar as the main character of a driving riff.
We had to take it to the next level after all, didn’t we?
With OnePlus being known for the stylish design of its phones, we managed to add a rebellious side to its branding, which was exactly what they envisioned for this campaign.
We musically complemented the energy of each frame while giving the impression that the music was the one dictating the pace.
The result is a high-tempo beat complemented with audible glitches in the music. Drums are dictating the overall pace, whereas the heavy guitar riffs make you want to start nodding your head to the beat (or headbanging, for the fanatics among us).
Uptempo vibes, a little edge, electric guitars.
And a freakin’ cool phone.
Pretty much everything you could ask for.
Let’s elevate your story through the power of music and sound.
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Managing Director / Creative Directorrick@massivemusic.com